How to Grow your eCommerce Business with Inbound Marketing

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4 How to Grow your eCommerce Business with Inbound Marketing Growing the Sales & Marketing eCommerce Funnel The eCommerce marketing funnel Inbound marketing helps businesses fill the top of the sales and marketing funnel. It also helps to convert more website visitors into leads, customers, and finally repeat customers. 1 Inbound marketing takes the existing eCommerce transaction funnel and amplifies its effectiveness at each stage of the sales process. What is an eCommerce lead? A “lead” is a core concept of inbound marketing, and often is an unfamiliar term for eCommerce businesses. Strictly speaking, a lead refers to a site visitor who submits her name and contact information to your site. A lead is anyone who signs up for a newsletter, registers with your site, or is on your email list. Some leads have purchased from you in the past, but all are potential future customers – new or repeat. The beauty of leads is that you can market to them. Because these customers have submitted their email addresses, you can send them promotions, product updates and newsletters. 2 Leads driven by inbound marketing are unique because they represent someone who has come to your site for information. These prospects are looking for a good reason to buy in the future, and your remarketing can provide them with one. There are three types of leads that eCommerce sites should be concerned with: • Transacted Leads – Visitors who have landed on your site and purchased a product. Why, then, are they called a lead if they have already purchased? These are (hopefully) happy customers who can be retained for repeat business. Marketing efforts to this group largely revolve around information and special offers that lead to additional transactions in the future. Based on their previous purchase, you can make educated decisions about other products they may be interested in. Tweet this eBook!
5 How to Grow your eCommerce Business with Inbound Marketing • Non-Transacted Product Leads – Visitors who have selected a product and have begun the checkout process. They have registered for an account or at least provided their email address but did not complete the full transaction. Marketing efforts to this group should encourage leads to complete the intended transaction in the near-term, and come back for additional transactions in the future. • Non-Transacted, Non-Product Leads – Visitors who have not yet made a transaction but have subscribed to your email newsletter or otherwise submitted their contact information to you. These leads are not yet ready to buy. They have, however, demonstrated interest in your products, brand, and services, and are excellent prospects for future sales. Tweet this eBook!
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How to Grow your eCommerce Business with Inbound Marketing

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